In digital parlance, a landing page refers to a web page which acts as an entry point for a website. It’s the first impression you give to anyone who visits your site. And with digital marketing, the adage “The first impression is the last impression” rings particularly true.
As a marketer, you could get tons of clicks on your website but still, have a low lead conversion rate. In an environment that’s already hyper-competitive and where sales cycles can extend indefinitely, it’s easy to overlook the tiny details. However, a well-made landing page can do wonders for your website and subsequently business.
A contemporary landing page is aesthetic, informative, and easy to use. A targeted and optimized landing page is one of the most effective lead generation strategies.
However, it’s all easier said than done. Websites are often guilty of ignoring their bounce rates. Sometimes, it’s evident that particular aspects of a landing page are driving customers away. And other times, your landing page may have a great design but doesn’t have enough calls to action (CTA). Missing elements can become the un-called downfall for your business.
There’s no point wearing expensive soccer shoes if you can’t score!
But lead generation on websites and landing pages isn’t rocket science. Optimizing your landing page takes relatively little effort, but pays off huge dividends in the form of new leads.
Here are a few numbers that will convince you otherwise.
- 52% of companies rely on landing pages to improve conversion rates
- Long landing pages generate 220% more leads
- More than 75% of businesses find it difficult to curate and optimize their landing pages to suit their preferences
- 48% of marketers create new landing pages for each of the marketing campaign they run
- Even a delay of second in the loading time for the landing page can reduce lead conversions by 7%
Surprising as these numbers might seem, your landing page can work wonders in generating more leads. So, how to achieve the same?
Here has been summarized some of the most convincing methods that can help you generate more leads using your landing page.
Human brain concocts visuals 60,000 times faster than text. Well-made visuals help take your website to the next level. Ensure that they’re mobile friendly too.
On the internet, poor landing page design is the best way to lose your customers. You’ll need to ensure your design is aesthetically pleasing and straightforward. Content needs to be clear, brief, and informative. To create an impactful design, try to:
- Use matching colors that are uniform throughout the landing page
- Use white space effectively and let your text ‘breathe’
- Keep symmetry in mind while placing CTAs, Banners, etc.
- Ensure relevant content stands out.
Colors make a huge difference. Choosing a specific shade of blue over other shades resulted in additional revenues of $80m for search engine giant Bing.
It’s also essential that your landing page is easy to use and navigate. 88% of online customers are unlikely to visit a website they’ve had a poor experience with.
Most importantly, keep in mind that the majority of your leads use a smartphone frequently. Accordingly, ensure your landing page is also mobile-friendly. Check out for dead links and bugs, and check up on your digital security regularly.
Design your landing page well, and generating leads won’t be a headache any longer.
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Information forms: Less is more
You’ve clicked on a landing page link, the page loads, and the design is lovely. You’re impressed. At the bottom of the page, you see a video that explains everything you were looking to learn. You click ‘play’…
You’re immediately redirected to another webpage that reveals the catch. There’s a long form that asks you for your personal details. You don’t mind sharing them, but you do have a problem with over-sharing. And there are two a many pages to fill…
You decide it isn’t worth it and click to go back. And in the process, you forget why you even visited the website in the first place.
If this experience isn’t familiar to you as a user, it might be happening to you as a marketer. Most visitors don’t like to fill in forms that demand too much information. Ensure that your subscription forms ask for minimal information. And you should limit the numbers as well.
Instead of including too many forms, use drop-ins, checkboxes, and quizzes for these have a proven way to make your forms more appealing. Moreover, it helps in lead generation.
It’s also necessary to ensure that the incentive customers receive for sharing their data is worth it. Without an incentive, it’s difficult to convince anyone to share their personal information. Also, ensure that it’s something they may be looking for, and pitch it like it’s exactly what they need.
Be it a discount coupon or a free trial period, give your audiences something to try out, and they will respond with kindness.
Work on your “Call to Action” (CTAs)
Your CTAs need to be appealing and unique to be effective. There are quite a few things that you can do to make them stand out. CTAs are the gateway to a quicker sales cycle and higher lead generation. These are some ways to create a unique, attractive CTA.
- Visuals: Ensure they stand out from the rest of the content on the page. Also, make sure they’re attractive and harmonize well with your website’s color scheme. Contrasting colors can help achieve that. Avoid stock images, and use something original if possible
- Wording: Use no longer than seven words. Your proposition needs to be brief but convincing. Always write it keeping your audience in mind
- Placement: Ensure that your CTA is placed naturally, and in context with the content near it. Avoid putting it in places where it won’t be seen
- Size: Ensure it isn’t too small that it’s overlooked, but also take care to prevent it from taking the focus away from the rest of the content
Bonus Tip: Never use the word ‘spam’ on your CTAs, even if you’re promising visitors you won’t spam them. It’s a proven way to drive traffic away from your website.
Offer free products and create limited period discounts
Nothing grabs eyeballs like the word “free.” Even if you are offering a free trial, they are incredibly helpful in lead generation. By giving your customers a feel of what they’d be paying for, a satisfying experience may mean they buy the full product. If they get to ‘try,’ they might ‘buy.’
Additionally, you also get their details, which you can then use for further B2B lead generation and nurturing. As a result, you can target them even if they discontinue your product/service, keeping you in their minds.
Use a real or fictitious deadline to plan promotional offers for your products. A price discount is a big incentive for most interested visitors. As a result, they can find out more about you and your products, increasing your sales. Limited duration of time forces visitors to make a decision quicker- many will tip towards you.
Discounts and promotional offers are also a great way to get others talking about your product. As a result, more visitors come and interact on your landing page, increasing traffic.
Create relevant resources and support systems
Landing pages that stand out are often the most relevant ones. It’s necessary to create content that’s easy to understand and share. While these resources depend on the nature of your business, there are a few common ones across industries and websites, such as:
- Articles & Blogs
Offer these resources for free so that visitors can have a better idea about what your website does and how you can help them. Well curated content and other resources are highly effective in boosting traffic towards your website. The fact that good content can go viral gives you further incentive to upload quality resources on your landing pages.
Give your customers a voice
Visitors want constant reassurance they’re not wasting your time on your site. What’s better than getting feedback from old customers? Ask them to write about their experience with you, and upload it on your landing page. Reassurance and a feeling of familiarity are necessary before a visitor can begin to trust you. Make sure the old ones are valued!
Customer reviews provide your visitors with a benchmark and also help them understand what to expect. The more you post, the more comfortable they feel.
Additionally, take customer engagement a step further by seeking their input. Crowdsourcing, in particular, is a great way to attract attention to your business and your cause. Crowdsourcing names, colors, and ideas are incredibly helpful with publicity, as well as understanding your buyers. They also bring your customers closer to you as a business, improving their perception of you and ultimately helping in lead generation.
Host a webinar
One of the most efficient ways to engage the audience is through webinars. Firstly, only genuinely interested prospects tune in to watch your webinar, helping you with filtering your leads.
Webinars are also crucial in establishing your expertise or subject knowledge in a particular niche or industry. Since webinars are free, it shows your customers that you’re willing to help them at any cost.
Webinars are also critical in establishing yourself or your business as a ‘thought-leader’ in your industry. They’re your best bet at interacting with an audience without the usual hassles of offline publicity.
Encourage your audience to share it in their social circles if they find it useful. Lastly, record and share your webinar videos regularly and upload new content daily.
It’s easy to overlook a landing page, but doing so can turn out to be costly. Looks matter. A poorly designed page will lose you your visitors and money, but a well-designed page is almost magnetic to both. The secret is in ensuring that the customer has a seamless experience on your website. They should not mind sharing their information with you.
Increase your engagement with your audience by regularly reaching out to them for feedback. Make them feel as if they play a role in your business’s operations by encouraging them to share product ideas, names, and future projects.
However, the essential thing about lead generation isn’t about the call to actions and asking visitors to fill out forms. It’s about giving them a reason that’s good enough to make them do so. Find what’s yours and implement it effectively. The results may end up surprising you.